Objectification of Women Through Advertisements Essay

The ensures of advertisements reflect the mixer and ethnical aspects of a society. These designs define the surveys and establish attitudes of the people in a society towards the imagery communicate in the advertisements. One of the highly employ imagery in the advertisement across al some all the cultures is that of women. By employ this imagery in the advertisements, one of the critical attitudes established among the auditory modality is that of women are objects. There are advertisements where women are holdd as a subjective image but mostly women are displayed as a commodity or an object.Objectification relates to the imagery of an entity which is a person but is seen or displayed as an object. Women father been workoutd as objects to be pronenessd by advertisers for years now to increase the sales of the products and this strategy has worked wonders for producers for example magazines similar Playboy and Hustler would not sell at all if it is not for the sexual dis play of women. It is argued that since the women who take part in such advertisements communicate their consent towards the kind of image the advertisements project.However, objectification of women is not just the c at one clock timern of the models conglomerate in the advertisement but the whole creation that views that advertisement because it affects the value system and culture of the masses. For example, the Excessive use of blonde women in the advertisements during 70s and 80s projected to the masses that blonde women are to a greater extent attractive and desirable to men. However, when surveyed, 70% of women thought that blonde women are more desirable to men and unaccompanied 35% men actually expressed their preference for blonde women.This mood advertisement has used women as objects to establish false beliefs of beauty, independence, and military unit. Sigmund Freud, one of the sterling(prenominal) psychiatrists, also developed a theory which could be well tie in to the objectification of women in advertisements as a source of desire. His theory of the unconscious brainpower states that it constitutes of the largest part of a persons mind and contains desires and memories which are not readily available to the conscious mind of a person.However, there come through different stimuli which may, if exposed to a person, establish these unconscious desires and memories to the conscious mind. accordingly it could be argued that since sex is seen as the most basic element of our social films, it is often suppressed in our unconscious mind and the objectification of women in advertisements bring these desires to our conscious mind. In the light of the theory of unconscious mind, it could be proposed that the exposure of women in most of the advertisements today single acts as a stimulus to invoke the hidden desires of the audience till it becomes a need.And once it becomes a need people look for ways to satisfy this visible need disregardi ng the subjective elements involved in the process. The idea of women say-so had taken a great flight since post WWII with the help of the media. When most men were fighting during the WWII, women had to take up the roles of men back at home. After the war ended and the men returned, women had to go back and aline to their roles as housewives and mothers. This was the time when the media hit them and incited the message of women empowerment with the use of women in their advertisements.The magazines communicated to the women that they had the potential and capability to build careers, acquire achievements and shift their role from that of housekeepers. From that time onwards, media has played a massive role in promoting the concept of power and empowerment for women by displaying women more often in their advertisements and with slogans like honorable do it, the idea of willpower, and take control. The use of women in advertisements has not only made women justly in the eyes of the young-begetting(prenominal) population but also given a boast to the self esteem of women and has made them more authoritative than ever before.More so, the use of womens body in advertisements and movies has established the perception in the minds of the population that women may use their bodies to get things done and achieve success. Through advertisements using women, the society has also created a wrong perception that beauty is a prerequisite to the independence and success of women and also that it is through the beauty and spending of certain products that women can excel in their careers and lives. The highly explicit use of women in the advertisements has also led to rivalry between different brands of a product.The rivals try to get the most popular celebrities and models for their advertisement and expose them more than their rival to gain more attraction from the target market and indeed increase the sales. It is seen these days that many companies hire brand a mbassadors for the sole invention of attracting the market and make people associate the product with the sexual desire created by the presence of the brand ambassadors no doubt it increases the consumption. For example, the famous essence Chanel has hired various top celebrities as there spokes-model like Nicole Kidman and Keira Knightley.In fact the perfume was initially brought to fame by Marilyn Monroe in the 1950s. The display of zero-size models with gauzy frames and nicely tuned body parts has led to an increased dissatisfaction of body image among the women. The dissatisfaction is measured by difference between a persons body image, which is a persons perception of his/her body, and the elevated body type displayed in the form of models in advertisements. Although, this dissatisfaction has always existed amongst the women, it has self-aggrandizing rapidly since last 25 years.This is because the media has increased its standard of what is a principle body size. For most of the women this ideal body size portrayed by the media is the gateway to happiness. It is through these advertisements in the media that women have established in their minds that they need to achieve that ideal body size, shape and weight in methodicalness to find a good spouse, a great career, and be pleasant to family, friends and public. The models with perfectly shaped bodies are depicted as glamorous, rich and powerful in the advertisements and therefore a perfect body is seen as the whirl to happiness.However, women do not know that only 5 % of all the women have the potential and body-type to achieve the ideals displayed by the models in the advertisements. Conclusion Today, the objectification of women has reached great high school almost every other advertisement is using this concept to promote a product. What needs to be realized is this behavior has not only degraded the status of women but has also hurt the moral determine of the global society. It has also giv en false hopes to millions of people and has distorted the image or reality for many.And the consequences are also very apparent in the form of the kind of treatment women get from men and the number of women measly from anorexia for example. All the aspects discussed on the objectification of women call for strong system which could align the activities of the advertisers to more ethically sound principles.References1. Onyejekwe, C. J. (2005). Advertising and Exploitation of Female Sexuality. Retrieved from http//www. quietmountainessays. org/Onyejekwe. html 2. frame Image. (2009). Body Image. Retrieved from http//www. snac. ucla. edu/pages/Body_Image/Body_Image. htm 3. Media Advertising. (2010). Women in the Media. Retrieved from http//www. 123helpme. com/view. asp? id=18401 4. Lukes, S. A. (n. d). The Gender Ads Project. Retrieved from http//www. ltcconline. net/lukas/gender/pages/power. htm 5. Gladen, N. R. (2008). Media Objectification of Women. Retrieved from http//medialite racy. suite101. com/article. cfm/media_objectification_of_women 6. Boeree,C. G. (2009). temperament Theories. Retrieved From http//webspace. ship. edu/cgboer/freud. html